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Multiple Choice Questions - (72) Learning Objective: 01-04 Describe the evolution of different business philosophies - (38)

True/False Questions - (20) Learning Objective: 01-05 Discuss the latest marketing approaches - (12)

Essay Questions - (10) Topic: 01-01 Focusing on Customer Needs - (15)

Odd Numbered - (51) Topic: 01-02 Creating Customer Value - (19)

Even Numbered - (51) Topic: 01-03 Appealing to Target Markets - (10)

Accessibility: Keyboard Navigation - (87) Topic: 01-04 Coordinating the Marketing Mix - (25)

Bloom's: Apply - (21) Topic: 01-05 What Can Be Marketed? - (8)

Bloom's: Remember - (55) Topic: 01-06 What Is a Market? - (2)

Bloom's: Understand - (26) Topic: 01-07 Real-Time Marketing - (4)

Difficulty: Difficult - (14) Topic: 01-08 Content Marketing - (3)

Difficulty: Easy - (53) Topic: 01-10 Social Media Marketing - (2)

Difficulty: Moderate - (35) Topic: 01-11 Partnership Marketing - (4)

Learning Objective: 01-01 Understand the essence of marketing and explain the marketing process - (16) Topic: 01-12 Metrics and Analytics - (2)

Learning Objective: 01-02 Define and analyze elements of the marketing mix - (28) Topic: 01-13 Marketing Regulations and Ethical Considerations - (10)

Learning Objective: 01-03 Differentiate between goods; services; and ideas. - (8)

1. Often, students believe marketing revolves around slick commercials and fancy promotions. But the ultimate objective is to _______ for a company.

create a loyalty program→ drive profits

add value for the customerretention plan

For our purposes, marketers' ultimate objectives are to drive profits for a company, or if working the non-profit sector, to generate revenue and support to fund programs and run operations.

Multiple Choice Question

Accessibility: Keyboard NavigationBloom's: Remember

Difficulty: EasyLearning Objective: 01-01 Understand the essence of marketing and explain the marketing process

Topic: 01-01 Focusing on Customer Needs2. What is the essence of successful marketing?

→ focusing on customers' needsmaking moneymaking the exchangeretention plan

The essence of successful marketing is focusing on customer needs and developing programs that delight customers and encourage loyalty.




Topic: 01-01 Focusing on Customer Needs3. The unique combination of benefits received by targeted consumers that include quality, price, convenience, delivery, and

both before-sale and after-sale service is called customer _____.loyalty program

→ valueconvenienceretention plan

For our purposes, customer value is the unique combination of benefits received by targeted consumers that includes quality, price, convenience, delivery, and both before-sale and after-sale service.




Topic: 01-02 Creating Customer Value4. Walmart's mission includes developing a combination of benefits for its customers through quality products at reasonable

prices with quality service, and giving its customers the best products at the best price. This statement represents the company's strategies at achieving _____.

production orientationa diverse marketing mixa societal marketing concept

→ customer value

Customer value is the unique combination of benefits received by targeted consumers that includes quality, price,

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convenience, delivery, and both before-sale and after-sale service.


Accessibility: Keyboard NavigationBloom's: UnderstandDifficulty: Moderate

Learning Objective: 01-01 Understand the essence of marketing and explain the marketing processTopic: 01-02 Creating Customer Value

5. Chang, the marketing manager of Urban Companies, is analyzing the specific group of existing and potential customers for the launch of Urban's new product. Which of the following is Chang identifying?

marketing mixpromotional programs

→ target marketmarketing process

A target market can be formally defined as the specific group of existing and potential consumers to which marketers direct their marketing efforts.



Learning Objective: 01-02 Define and analyze elements of the marketing mixTopic: 01-03 Appealing to Target Markets

6. The specific group(s) of existing and potential consumers to which marketers direct their marketing efforts is referred to as a _____.

mass markettangent marketmarket aggregation

→ target market





Topic: 01-03 Appealing to Target Markets7. A target market is:

→ one or more specific groups of existing and potential consumers toward which a marketer targets its marketing efforts.the one specific group of potential consumers on which an organization concentrates its marketing efforts.the distribution chain by which products reach consumers.a means of communication between buyers and sellers.



Accessibility: Keyboard NavigationBloom's: RememberDifficulty: Moderate

Learning Objective: 01-01 Understand the essence of marketing and explain the marketing processTopic: 01-03 Appealing to Target Markets

8. Sound and Cinema is a 10-year-old company that turns an ordinary basement into a home theatre. It advertises in publications that are mailed to homeowners in subdivisions in which the least expensive home costs $475,000. These homeowners are the _____ market for Sound and Cinema.

masstangentexperiential

→ target



Accessibility: Keyboard NavigationBloom's: Apply

Difficulty: ModerateLearning Objective: 01-01 Understand the essence of marketing and explain the marketing process

Topic: 01-03 Appealing to Target Markets9. An educational software company is developing a new line of computer software to teach preschoolers letter and number

recognition. What is the primary target market for this new product?only preschoolersonly adults

→ adults with preschool-aged childrenadults who have an interest in educational toys

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A target market can be formally defined as the specific group of existing and potential consumers to which marketers direct their marketing efforts. While the market for this new line of computer software is parents with children three to six years old, the marketing also needs to focus on the children, who may exert some influence over their parents. Therefore, we see the target market for the product includes both children and parents.



Difficulty: ModerateLearning Objective: 01-01 Understand the essence of marketing and explain the marketing process

Topic: 01-03 Appealing to Target Markets10. Which of the following is not an element of the marketing mix?

productprice

→ politicspromotion

The elements of the marketing mix—known as the 4 Ps, product, price, place, and promotion—need to be carefully managed by marketers to ensure that they are well coordinated and that each appeals to the distinct characteristics of the target market. Politics is not an element of the marketing mix.



Difficulty: EasyLearning Objective: 01-02 Define and analyze elements of the marketing mix

Topic: 01-04 Coordinating the Marketing Mix11. Jack Farms Gourmet Bread Base is the brand name for a mix designed for use in bread machines. The mixes are sold in

two-pound packages for $14.99 plus postage. The products are available only through mail. People learn about the product through word-of-mouth and through bread machine demonstrations the company's founder gives to groups in the Greater Toronto Area, where she lives. This is a description of the company's _____.

growth planmarket segmentation strategymission statement

→ marketing mix

The elements of the marketing mix—known as the 4 Ps, product, price, place, and promotion—need to be carefully managed by marketers to ensure that they are well coordinated and that each appeals to the distinct characteristics of the target market.



Difficulty: DifficultLearning Objective: 01-02 Define and analyze elements of the marketing mix

Topic: 01-04 Coordinating the Marketing Mix12. Product design, pricing strategies, and service elements create _____.

→ customer valuesales orientationa marketing conceptrelationship marketing

Creating products with added value is often achieved through a combination of (1) product design, (2) pricing strategies, and (3) service elements.




Topic: 01-02 Creating Customer ValueRoxta Confectioners has launched two new products—Big Bear Candy for children and Dark Coffee Sticks for adults. Roxta has set up a different approach for each product. Big Bear Candy will be sold at $0.99 at all retail stores, close to the cash counters. Dark Coffee Sticks will be sold at $4.99, and instead of being merchandised at cash counters, it will be on the shelves of many grocery stores. Roxta has decided to advertise Big Bear Candy to children through television ads. It has also conducted events and games to "Meet Big Bear." For Dark Coffee Sticks, Roxta has tried to connect with adults through newspaper ads and social media. Roxta has been successful in realizing profits through its two products.

Reference: 01-13 13. Roxta has developed two products for two specific groups of potential customers. What are these groups called?

consumers→ target market

strategic marketloyalty program members

A target market can be formally defined as the specific group of existing and potential consumers to which marketers direct their marketing efforts. In this case, the small children and the adults are Roxta's target market.

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Multiple Choice QuestionReference: 01-13


Difficulty: DifficultLearning Objective: 01-01 Understand the essence of marketing and explain the marketing process

Topic: 01-03 Appealing to Target Markets14. Which of the following elements of the marketing mix explains Roxta's activity to sell Big Bear Candy at the cash

counters and Dark Coffee Sticks on the shelves?→ place

promotionpricepackaging

Place reflects the distribution channels, retail formats, and merchandising used to sell the product. In this scenario, place reflects Roxta's decision to sell Big Bear Candy at the cash counters and Dark Coffee Sticks on the shelves.


Accessibility: Keyboard NavigationBloom's: Understand


Topic: 01-04 Coordinating the Marketing Mix15. Roxta used television ads and "Meet the Bear" events for its Big Bear Candy, while it used social media and newspaper

ads for Dark Coffee Sticks. Which element of the marketing mix has Roxta used?priceplacepackaging

→ promotion

This refers to the promotion element of the marketing mix. Promotion refers to the communication tools needed to inform consumers about the product, including advertising, public relations, sales promotion, public relations, direct response, event marketing and sponsorship, and personal selling.




Topic: 01-04 Coordinating the Marketing Mix16. By identifying the needs of the two different target groups for its two products, and devising a marketing mix to launch its

products successfully, Roxta shaped the elements of the marketing mix to create a _____.sales strategymarketing programpromotional offer

→ marketing process

In short, the marketing process involves (1) identifying consumer needs, (2) managing the marketing mix to meet these needs, and (3) realizing profits, or in the case of non-profits, securing revenues or providing services to those in need.




Topic: 01-04 Coordinating the Marketing Mix17. An attribute that makes up a good, a service, or an idea, including product design, features, colour, packaging, warranty,

and service levels is called _____.a gooddistributionpricing

→ a product

All the attributes that make up a good, a service, or an idea, including product design, features, colour, packaging, warranty, and service levels.




Topic: 01-04 Coordinating the Marketing Mix18. Event marketing is an example of _____.

distributiona product

→ promotionpricing strategy

The communication tools needed to inform consumers about the product, including advertising, public relations, sales

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promotion, public relations, direct response, event marketing and sponsorship, and personal selling.




Topic: 01-04 Coordinating the Marketing Mix19. Helga is responsible for identifying communication tools needed to connect with the consumers and inform them about her

company's product. Which of the following aspects of the marketing mix does Helga deal with?pricingpackagingproduct

→ promotion

Promotion refers to the communication tools needed to inform consumers about the product, including advertising, public relations, sales promotion, public relations, direct response, event marketing and sponsorship, and personal selling.



Learning Objective: 01-02 Define and analyze elements of the marketing mixTopic: 01-04 Coordinating the Marketing Mix

20. The Whirlpool Corporation creates home appliances to make life easier and more enjoyable for people. This statement concerns the _____ element of the marketing mix.

→ productprocesspriceplace

Product refers to the attributes that make up a good, a service, or an idea, including product design, features, colour, packaging, warranty, and service levels.




21. Which element of the marketing mix is demonstrated when a company manufactures a low-calorie chocolate chip cookie?→ product

pricepromotionplace

Product refers to all the attributes that make up a good, a service, or an idea, including product design, features, colour, packaging, warranty, and service levels.




22. The owners of Old School Brand Authentic Antique Foods researched cookbooks to come up with recipes for the old-fashioned products they market. Concern about the _____ element of the marketing mix would make them eager to be featured in an upcoming edition of Taste of Home magazine.

productprice

→ promotionplace

Promotion refers to the communication tools needed to inform consumers about the product, including advertising, public relations, sales promotion, public relations, direct response, event marketing and sponsorship, and personal selling.




Topic: 01-04 Coordinating the Marketing Mix23. The element of the marketing mix demonstrated when a company places an ad in the Yellow Pages is _____.

productprice

→ promotionplace

Promotion refers to the communication tools needed to inform consumers about the product, including advertising, public

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relations, sales promotion, public relations, direct response, event marketing and sponsorship, and personal selling.




24. Which element of the marketing mix is demonstrated when an art gallery suggests a $2.00 donation at the door?product

→ pricepromotionplace

Price refers to the expected regular retail or sale price for a product, which in this case is the viewership of the art gallery.




25. To attend the winter concert presented by the community chorus, every person had to donate one unwrapped toy at the concert hall door. This statement is most closely related to the _____ element of the marketing mix.

productprocessproduction

→ price

Price refers to the expected regular retail or sale price for a product. In this case, the unwrapped toy is the price of the winter concert.




26. The element of the marketing mix demonstrated when a newspaper carrier throws a paper on the front porch is _____.productprice

→ placepromo

Place refers to the distribution channels, retail formats, and merchandising used to sell the product. In this case, the newspaper carrier throwing the paper on the front porch refers to the place element of the marketing mix.




27. The ability to buy a soda from a vending machine demonstrates the _____ element of the marketing mix.productpricepromotion

→ place

Place refers to the distribution channels, retail formats, and merchandising used to sell the product. In this case, the vending machine is the place element of the marketing mix.




28. Which of the following is true of the marketing process?It is the process of drawing attributes that make up a good, a service, or an idea, including product design, features, colour, packaging, warranty, and service levels.It refers to the process of analysing distribution channels, retail formats, and merchandising used to sell the product.It involves defining the specific group of existing customers to which marketers direct their marketing efforts.

→ It involves identifying consumer needs, managing the marketing mix for these needs, and realizing profits and revenues.

In short, the marketing process involves (1) identifying consumer needs, (2) managing the marketing mix to meet these

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needs, and (3) realizing profits, or in the case of non-profits, securing revenues or providing services to those in need.




29. _____ is the trade of things of value between buyers and sellers so that each benefits.→ Exchange

PromotionMarketingProduction

Exchange is the trade of things of value between buyers and sellers so that each benefits.




Topic: 01-04 Coordinating the Marketing Mix30. After an assessment of needs, a marketing manager must:

develop a marketing strategy.→ manage the marketing mix.

create a macromarketing program.design a micromarketing program.

The marketing process involves (1) identifying consumer needs, (2) managing the marketing mix to meet these needs, and (3) realizing profits, or in the case of non-profits, securing revenues or providing services to those in need.




Topic: 01-04 Coordinating the Marketing Mix31. _____ is described as the process of planning and managing goods, services, or ideas to meet consumer needs and

organizational objectives.Creative planningAdvertisingSelling

→ Marketing

Marketing is described as the process of planning and managing goods, services, or ideas to meet consumer needs and organizational objectives.




Topic: 01-04 Coordinating the Marketing Mix32. Which of the following is true of marketing?

It seeks to fulfill the objectives of the buyers.It seeks to generate revenue and profits for the sellers.It refers to the activity of communicating the product to the target market.

→ It includes the conception of a product, and its pricing, placing, and promotion to make a profit.

It includes the conception of these products, and the pricing, promotion, and distribution programs designed to make a profit and generate revenue or support for an organization.




Topic: 01-04 Coordinating the Marketing Mix33. The two central concerns of marketing are:

market share and customer satisfaction.→ to meet customer needs and organizational objectives.

promotion and sales.maximizing an organization's sales and products.


Multiple Choice Question Accessibility: Keyboard NavigationBloom's: Remember

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Difficulty: ModerateLearning Objective: 01-02 Define and analyze elements of the marketing mix

Topic: 01-04 Coordinating the Marketing Mix34. Which of the following is an example of a good?

an airline flight→ a new dinner set

a blood donation to the Red Crossparticipation in a walk to raise funds to fight multiple sclerosis

A good is a product you can touch and own, such as a dinner set.



Learning Objective: 01-03 Differentiate between goods; services; and ideas.Topic: 01-05 What Can Be Marketed?

35. _____ includes the conception of products, and the pricing, promotion, and distribution programs designed to make a profit and generate revenue or support for an organization.

Marketing strategy→ Marketing

A macromarketing programA micromarketing program

Marketing includes the conception of these products, and the pricing, promotion, and distribution programs designed to make a profit and generate revenue or support for an organization.




Topic: 01-04 Coordinating the Marketing Mix36. Which of the following is an example of a service?

a new minivana donation to a churchwearing a ribbon for breast cancer awareness

→ professional landscaping of a front yard

A service is an intangible product you cannot touch, such as the services provided by a professional for landscaping a front yard.




37. Which of the following is an example of an idea?→ a political campaign

new kitchen appliancesincome tax return preparationchocolate chip cookies

An idea is a concept that typically looks for support.




38. The term market is best defined as:people with a need and a want for a product.organizations with the need and desire for a product.organizations with products that satisfy people's needs and wants.

→ potential consumers with both the willingness and ability to buy.

The term market is used in marketing to describe potential consumers who have both the willingness and ability to buy a product.



Learning Objective: 01-03 Differentiate between goods; services; and ideas.Topic: 01-06 What Is a Market?

39. The _____ stage refers to the stage when organizations focused efforts on manufacturing goods, up until the 1930s.relationship orientation

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→ production orientationmarketing conceptsales

Up until the 1930s, businesses were in the production orientation stage. This stage focused on manufacturing, which until the industrial revolution was not a widespread phenomenon.



Difficulty: EasyLearning Objective: 01-04 Describe the evolution of different business philosophies

The below visual represents the stages of marketing.

Reference: 01-40 40. Manufactured goods tended to sell, regardless of their quality, because they were in short supply, while consumer needs

were not a priority. This is true of the _____ stage.→ production orientation

salesmarketing conceptsocietal marketing concept

The production orientation stage focused on manufacturing, which until the industrial revolution was not a widespread phenomenon. Manufactured goods tended to sell, regardless of their quality, because they were in short supply. Consumer needs were not a priority.


Bloom's: RememberDifficulty: Easy

Learning Objective: 01-04 Describe the evolution of different business philosophies41. In the twentieth century, it was thought that production creates its own demand, and American companies began to

produce more goods than their regular buyers could consume. At the same time, competition became more significant, and the problems of reaching the market became more complex. These changes led to the _____ stage.

product orientationproduction orientation

→ sales orientationmarketing concept orientation

In the sales orientation stage, the market became more competitive, production became more efficient, and products were in abundance. Companies started to hard-sell to make a profit, and consumer needs were still not a major consideration.



Learning Objective: 01-04 Describe the evolution of different business philosophies42. In the _____ stage, manufacturers focused organizational efforts on selling as many products as possible, and started to

hard-sell to make a profit.Great Depressionproduction orientationmarketing concept

→ sales orientation

The second stage, from the 1930s to the 1960s, was the sales orientation stage. This stage focused on selling as many products as possible. Companies started to hard-sell to make a profit, and consumer needs were still not a major consideration.



Learning Objective: 01-04 Describe the evolution of different business philosophies43. Which of the following statements explains why businesses moved from the production orientation stage to the sales

orientation stage?The population was moving away from urban areas.There were too many customers to serve.

→ Competition grew as the production of goods increased.Advertising was becoming a major marketing force.

The second stage, from the 1930s to the 1960s, was the sales orientation stage. This stage focused on selling as many products as possible. The market had become more competitive, production had become more efficient, and products were in abundance.


Bloom's: RememberDifficulty: Moderate

Learning Objective: 01-04 Describe the evolution of different business philosophies

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44. In the 1960s, organizations focused on the idea that an organization should strive to satisfy the needs of consumers while trying to achieve organizational goals. This is true of the _____ orientation stage.

→ marketingproductionsalessocietal marketing

The marketing orientation stage focuses on the idea that an organization should strive to satisfy the needs of consumers while also trying to achieve an organization's goals.



Learning Objective: 01-04 Describe the evolution of different business philosophiesTopic: 01-01 Focusing on Customer Needs

45. The _____ orientation stage focuses organizational efforts to collect and use information about customers' needs to create customer value.

production→ marketing

advertisingsales

The marketing orientation stage focuses on the idea that an organization should strive to satisfy the needs of consumers while also trying to achieve an organization's goals.




Topic: 01-02 Creating Customer Value46. Which of the following statements about the marketing orientation stage is true?

→ During the marketing orientation stage, companies tried to satisfy the needs of consumers while also achieving the organization's goals.During the marketing orientation stage, companies tried to satisfy the wants of the consumer at all costs.During the marketing orientation stage, companies believed that if you produced as much as possible, at the highest quality level, for the lowest price, the product will sell itself.All firms are now operating with a marketing orientation philosophy.

The marketing concept stage focuses on the idea that an organization should strive to satisfy the needs of consumers while also trying to achieve an organization's goals. The marketing orientation stage follows this idea.




Topic: 01-01 Focusing on Customer Needs47. An organization that focuses its efforts on continuously collecting information about customers' needs, sharing this

information across departments, and using it to create customer value is said to:put stress on the societal marketing concept.have a focus on macromarketing.have a non-profit orientation.

→ have a marketing orientation.

An organization that has a marketing orientation focuses its efforts on continuously collecting information about customers' needs, sharing this information across departments, and using it to create customer value.



Learning Objective: 01-04 Describe the evolution of different business philosophiesTopic: 01-02 Creating Customer Value

48. Which of the following businesses is least likely to be able to engage in relationship marketing?→ a beach shop that sells tourist mementos

a local restaurant that specializes in home-style fooda convenience storea movie theatre

Formally, the concept of relationship marketing is when organizations create long-term links with their customers, employees, suppliers, and other partners to increase loyalty and customer retention.



Learning Objective: 01-04 Describe the evolution of different business philosophiesTopic: 01-02 Creating Customer Value

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49. Stagistics and v3 Technologies, two top vendors of supply chain management software, have recently launched their own online trading exchange aimed at increasing the ease with which their customers can distribute products and ideas. Both of these organizations provide exceptional, ongoing service to their business customers. These two organizations hope to benefit from _____.

→ customer relationship managementsocietal marketing conceptcustomer orientationproduct valuation

Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.



Difficulty: ModerateLearning Objective: 01-04 Describe the evolution of different business philosophies

Topic: 01-02 Creating Customer ValueHappy Traveller Ltd. has designed a program that allots its customers reward points each time its members hire the company to book their holidays. It has also introduced discounted Christmas and New Year holiday vacation packages only for its members and long time customers. Happy Traveller Ltd. has also expressed its support for a cancer foundation, donating a substantial sum of money to the foundation. The cancer foundation has announced Happy Traveller Ltd. as one of its patrons.

Reference: 01-50 50. Which stage of business is Happy Traveller Ltd. most likely at?

production orientationsales orientation

→ relationship marketing orientationpromotional orientation

The relationship marketing stage sees organizations considering the lifetime value of their customers and striving to offer better services, higher-quality product, and meaningful long-term relationships. Happy Traveller Ltd. is providing these through its loyalty and membership programs.


Accessibility: Keyboard NavigationBloom's: ApplyDifficulty: Easy


Topic: 01-02 Creating Customer Value51. Happy Traveller's reward points program for its members is an example of _____.

→ customer relationship managementsales orientationcorporate social responsibilitypromotional partnership

Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. These approaches emphasize customer retention and ongoing customer satisfaction rather than short-term transactions. Happy Traveller Ltd. carefully uses information on customer interests to develop relationships with customers and retain their loyalty.



Difficulty: DifficultLearning Objective: 01-04 Describe the evolution of different business philosophies

Topic: 01-01 Focusing on Customer NeedsTopic: 01-02 Creating Customer Value

52. Which of the following is true of Happy Traveller's support of the cancer foundation?The company aims to deliver superior customer value and satisfaction through improvised products and services.The company is striving to satisfy the needs of consumers and achieve organizational goals.The company aims to identify consumer needs and manage the marketing mix to meet these needs.

→ The company aims to establish a socially responsible image and express that it shares its customers' values and interests.

Corporate social responsibility (CSR) has become an important part of the relationship marketing stage with companies realizing that consumers want to be associated with companies that share their values and interests. Happy Traveller Ltd. aims to do so by supporting the cancer foundation.




Topic: 01-02 Creating Customer Value53. _____ is an approach rooted in the knowledge that it is less expensive to service and maintain current customers than to

obtain new ones.

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Relationship marketingA customer-oriented marketing mixMarket orientating

→ Customer relationship management

Database technology has surfaced as a tool that facilitates relationship marketing by putting a focus on customer relationship management (CRM) for the marketing industry. This approach is rooted in the knowledge that it is less expensive to service and maintain current customers than to obtain new ones.




Topic: 01-01 Focusing on Customer NeedsTopic: 01-02 Creating Customer Value

54. _____ is the process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

Chain marketingViral marketingHard-sell strategy

→ Customer relationship management

Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.




Topic: 01-02 Creating Customer Value55. In the non-profit world of the performing arts, box office technology has essentially remained the same since the 1980s. A

company named Intellitex is trying to change that. Intellitex is able to track every transaction with patrons on one database—from tickets and fundraising to volunteering and gift shop purchases. This technology will allow arts groups to develop detailed customer profiles, which helps symphonies, operas, and theatres tailor their sales pitches to individuals. In other words, Intellitex is going to allow arts groups to engage in:

market aggregation.→ customer relationship management.

industry reciprocity.customer aesthetics.

Intellitex, through its initiatives, is going to allow arts groups to engage in customer relationship management. Database technology has surfaced as a tool that facilitates relationship marketing by putting a focus on customer relationship management (CRM) for the marketing industry.




Topic: 01-03 Appealing to Target Markets56. A business traveller joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in

a Westin or Sheraton hotel. Once he accumulates enough points, he can trade them in for a free night's stay. As a member of this program, the traveller receives periodic updates on new hotels and learns of ways to earn additional points. This is an example of _____.

→ customer relationship managementsocietal marketingpartnership marketingcustomer valuation

This is an example of customer relationship management. Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.




Topic: 01-03 Appealing to Target Markets57. Which of the following statements about customer relationship management is true?

Relationship management has a short-term focus on increasing profits.Relationship management is easy to implement.

→ In an ideal setting, relationship management is a personal, ongoing, long-term relationship.Very few companies today are engaged in relationship management.

The relationship marketing stage sees organizations considering the lifetime value of their customers and striving to offer

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better services, higher-quality product, and meaningful long-term relationships.




Topic: 01-02 Creating Customer Value58. Corporate social responsibility (CSR) is:

the moral principles and values that govern the actions and decisions of an entire group.the view that an organization should discover and satisfy the needs of its consumers in a way that also provides for society's well-being.the process of actively trying to understand customer needs and satisfying them as well as the firm's goals.

→ a concept where organizations voluntarily consider the well-being of the larger society.

Corporate social responsibility (CSR) has become an important part of the relationship marketing stage with companies realizing that consumers want to be associated with companies that share their values and interests.




Topic: 01-13 Marketing Regulations and Ethical Considerations59. Which of the following most directly explains why pharmaceutical giant Pfizer offered low-income senior citizens many

of its most widely used prescriptions for $15 each a month?the profit motivethe regulatory environmentits internal environment

→ the corporate social responsibility concept

Corporate social responsibility (CSR) explains Pfizer's actions in this example. CSR is an approach where companies consider the well-being of society as part of their business approach, with companies such as the Bank of Montreal reducing its greenhouse gas emissions by 5 percent over a three-year period. CSR is a concept where organizations voluntarily consider the well-being of society by taking responsibility for how their businesses impact consumers, customers, suppliers, employees, shareholders, communities, the environment, and society in general.



Learning Objective: 01-04 Describe the evolution of different business philosophiesTopic: 01-13 Marketing Regulations and Ethical Considerations

60. When a camera manufacturing company concerns itself with disposal of its film packages in national parks by promoting the slogan "Take only pictures; leave only footprints," it is acting in accordance with _____.

viral marketing→ the corporate social responsibility concept

its internal environmentits regulatory environment

The camera manufacturing company is considering the well-being of national parks by promoting the slogan "Take only pictures; leave only footprints." This refers to corporate social responsibility (CSR). CSR is an approach where companies consider the well-being of society as part of their business approach, with companies such as the Bank of Montreal reducing its greenhouse gas emissions by 5 percent over a three-year period. CSR is a concept where organizations voluntarily consider the well-being of society by taking responsibility for how their businesses impact consumers, customers, suppliers, employees, shareholders, communities, the environment, and society in general.




Topic: 01-13 Marketing Regulations and Ethical Considerations61. In the past, Burger King, Wendy's, and McDonald's used to market their burgers in non-biodegradable Styrofoam

containers. In response to calls from the public to use more environmentally friendly materials, most fast-food marketers use paper containers for their burgers. Indeed, many such containers are made from recycled materials. This is an example of _____.

macromarketing by the fast-food chains→ corporate social responsibility marketing

reverse marketingconsumer valuation

This is an act of corporate social responsibility (CSR) marketing by the fast-food manufacturers. CSR is an approach where companies consider the well-being of society as part of their business approach, with companies such as the Bank of Montreal reducing its greenhouse gas emissions by 5 percent over a three-year period. CSR is a concept where organizations voluntarily consider the well-being of society by taking responsibility for how their businesses impact consumers, customers, suppliers, employees, shareholders, communities, the environment, and society in general.

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Multiple Choice Question Accessibility: Keyboard NavigationBloom's: Apply

Difficulty: ModerateLearning Objective: 01-04 Describe the evolution of different business philosophies

Topic: 01-13 Marketing Regulations and Ethical Considerations62. Myworld Ltd. is one of the organizations that voluntarily considers the well-being of society by taking responsibility for

how their businesses impact society in general. By doing so, Myworld is engaging in _____.→ corporate social responsibility

customer relationship managementthe essence of marketinga marketing mix

CSR is a concept where organizations voluntarily consider the well-being of society by taking responsibility for how their businesses impact consumers, customers, suppliers, employees, shareholders, communities, the environment, and society in general.




63. A cosmetics-selling company decides to manufacture and sell a new range of products under the label "environment friendly," promising that the products are not animal-tested and are made with natural ingredients. This is an example of _____.

customer relationship managementproduction orientation stagemarketing orientation stage

→ societal marketing

The marketing community is also putting an increased focus on the well-being of society and the environment. It is commonplace to now see marketing programs include a component that addresses these needs, an approach described as the societal marketing concept.




64. The societal marketing concept:includes the moral principles and values that govern the actions and decisions of an entire group.believes in the idea that organizations are a part of a larger society and organizations should develop a relationship with them to be able to sell their products.aims to actively try to understand customer needs and satisfy them as well as the firm's goals.

→ refers to the view that an organization should focus on the consumer and the well-being of society and the environment.





Topic: 01-13 Marketing Regulations and Ethical Considerations65. The businesses in a particular neighbourhood of Winnipeg are of the view that an organization should assess and satisfy

the needs of customers in a way that also provides for society's well-being. This view is referred to as _____.→ the societal marketing concept

experiential marketingconsumerismcustomer relationship management





Topic: 01-13 Marketing Regulations and Ethical Considerations66. Experiential marketing is an approach where marketers:

create a loyalty card system where customers redeem gifts in exchange for points.apply social marketing techniques.create opportunities for consumers to interact directly with brands.

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→track radio media results.

Experiential marketing is an approach where marketers create opportunities for consumers to interact directly with a brand. Instead of relying on mass media, a brand creates an occasion for a few consumers to interact personally with it and then spread the word to others.



Learning Objective: 01-05 Discuss the latest marketing approachesTopic: 01-08 Content Marketing

67. Word-of-mouth awareness is generated by _____.customer relationship managementsales orientation stage

→ experiential marketingoutbound telemarketing

Experiential marketing is an approach where marketers create opportunities for consumers to interact directly with a brand. Instead of relying on mass media, a brand creates an occasion for a few consumers to interact personally with it and then spread the word to others. This builds awareness and generates word-of-mouth buzz and other forms of publicity for the brand.



Learning Objective: 01-05 Discuss the latest marketing approachesTopic: 01-07 Real-Time Marketing

68. When Absolut vodka launched the CUT brand, no traditional media was used during the launch. Instead, the company used nightclub venues and created a spot for people to try the product for free. This is an example of _____.

pricing strategiesdirect marketingcustomer relationship marketing

→ experiential marketing




Difficulty: ModerateLearning Objective: 01-05 Discuss the latest marketing approaches

Topic: 01-08 Content Marketing69. Instead of using mass media, Mycoffee Ltd. creates an occasion for a few consumers to interact personally with the brand,

taste its coffees, and spread the word to their friends. This is referred to as _____.→ experiential marketing

sales orientation stagemarketing mixcorporate social responsibility




Learning Objective: 01-05 Discuss the latest marketing approachesTopic: 01-08 Content Marketing

Seven Eleven Shopping Mart has launched an offer to attract more customers. It will be giving discounted movieonline.com coupons to all customers who make purchases of $75 and above at any Seven Eleven store. The offer is valid on three special days. Seven Eleven is also hosting a "Have Fun Fair" at all stores, which includes children's scavenger hunts, a jumping castle, bingo, and educational demonstrations. Seven Eleven will be presenting the winners with free shopping coupons worth $100 at its stores.

Reference: 01-70 70. Which marketing practice has Seven Eleven adopted when hosting fairs at all its stores and giving out prizes to winners at

the fair?digital marketingstrategic marketingstrategic alliance

→ experiential marketing

Seven Eleven has adopted experiential marketing. Experiential marketing is an approach where marketers create opportunities for consumers to interact directly with a brand. Instead of relying on mass media, a brand creates an occasion

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for a few consumers to interact personally with it and then spread the word to others. This builds awareness and generates word-of-mouth buzz and other forms of publicity for the brand.



Difficulty: ModerateLearning Objective: 01-05 Discuss the latest marketing approaches

Topic: 01-07 Real-Time Marketing71. Which of the following strategies of marketing has Seven Eleven Shopping Mart adopted when giving out discounted

movieonline.com coupons to its customers?→ partnership marketing

digital marketingexperiential marketingstrategic alliance

The intent of partnership marketing is to create formal associations between brands that will result in incremental business for both brands that could not have been achieved separately. In this scenario, Seven Eleven has adopted partnership marketing with movieonline.com.



Difficulty: DifficultLearning Objective: 01-05 Discuss the latest marketing approaches

Topic: 01-11 Partnership Marketing72. Which of the following is true of Seven Eleven's partnership with movieonline.com?

Seven Eleven and movieonline.com have a formal strategic alliance to increment their business.→ The parties have a promotional partnership.

Their partnership is an example of traditional marketing.Seven Eleven and movieonline.com are practising the societal marketing concept.

Partnerships can be simple promotional partnerships and involve short-term offers.


Accessibility: Keyboard NavigationBloom's: ApplyDifficulty: Easy

Learning Objective: 01-05 Discuss the latest marketing approachesTopic: 01-11 Partnership Marketing

73. Creating products with added value is achieved only through pricing strategies.True

→ False

Creating products with added value is often achieved through a combination of (1) product design, (2) pricing strategies, and (3) service elements.

True / False Question



Topic: 01-02 Creating Customer Value74. A target market can be formally defined as the specific group of existing and potential consumers to which marketers

direct their marketing efforts.→ True

False





Topic: 01-03 Appealing to Target Markets75. The marketing process is a continuous one that requires marketers to pay attention to detail and apply strategic, analytical,

and creative-thinking skills.→ True

False

The marketing process is a continuous one that requires marketers to pay attention to detail and apply strategic, analytical, and creative-thinking skills.




Topic: 01-05 What Can Be Marketed?76. Exchange is described as the process of planning and managing goods, services, or ideas to meet consumer needs and

organizational objectives.

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True→ False





Topic: 01-05 What Can Be Marketed?77. In marketing, a product is defined as something tangible that you can touch and own but not experience.

True→ False

In marketing, the term product encompasses goods, services, and ideas.



Difficulty: EasyLearning Objective: 01-03 Differentiate between goods; services; and ideas.

Topic: 01-05 What Can Be Marketed?78. An idea is a concept that typically looks for support.

→ TrueFalse

Ideas can also be marketed. An idea is a concept that typically looks for support.




Topic: 01-05 What Can Be Marketed?79. Market describes the potential consumers who have both the willingness and ability to buy a product.

→ TrueFalse

The term market is used in marketing to describe potential consumers who have both the willingness and ability to buy a product.




Topic: 01-06 What Is a Market?80. In the production orientation stage, companies tried to hard-sell in order to make a profit.

True→ False

Up until the 1930s, businesses were in the production orientation stage. This stage focused on manufacturing, which until the industrial revolution was not a widespread phenomenon. Manufactured goods tended to sell, regardless of their quality, because they were in short supply. In the sales orientation stage, the market had become more competitive, production had become more efficient, and products were in abundance. Companies started to hard-sell to make a profit.




Topic: 01-01 Focusing on Customer Needs81. The sales orientation stage focused on satisfying the needs of consumers while trying to achieve organizational goals.

True→ False

The second stage, from the 1930s to the 1960s, was the sales orientation stage. This stage focused on selling as many products as possible. Companies started to hard-sell to make a profit, and consumer needs were still not a major consideration.




Topic: 01-01 Focusing on Customer Needs82. The marketing orientation stage set in when organizations started focusing on satisfying the needs of consumers while

achieving organizational objectives.→ True

False

The marketing orientation stage focuses on the idea that an organization should strive to satisfy the needs of consumers

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while also trying to achieve an organization's goals.




Topic: 01-01 Focusing on Customer Needs83. The marketing orientation stage sees organizations considering the lifetime value of their customers and striving to offer

better products and services.True

→ False

The relationship marketing stage sees organizations considering the lifetime value of their customers and striving to offer better services, higher-quality product, and meaningful long-term relationships.




Topic: 01-02 Creating Customer Value84. Relationship marketing involves a personal, ongoing relationship between an organization and its customers that often

starts before a sale occurs and lasts well beyond the point when a sale has concluded.→ True

False

Relationship marketing involves a personal, ongoing relationship between an organization and its customers that often starts before a sale occurs and lasts well beyond the point when a sale has concluded.




Topic: 01-02 Creating Customer Value85. Marketers can use social media to identify informal brand advocates that can spread positive messages about a brand.

→ TrueFalse

Marketers can use social media to identify informal brand advocates that can spread positive messages about a brand.




Topic: 01-10 Social Media Marketing86. Customer relationship management is rooted in the knowledge that it is less expensive to service and maintain current

customers than to obtain new ones.→ True

False

Database technology has surfaced as a tool that facilitates relationship marketing by putting a focus on customer relationship management (CRM) for the marketing industry. This approach is rooted in the knowledge that it is less expensive to service and maintain current customers than to obtain new ones.




Topic: 01-07 Real-Time Marketing87. Database technology has surfaced as a tool that facilitates relationship marketing by putting a focus on corporate social

responsibility (CSR) for the marketing industry, and is often facilitated by CSR software.True

→ False

Database technology has surfaced as a tool that facilitates relationship marketing by putting a focus on customer relationship management (CRM) for the marketing industry, and is often facilitated by CRM software.




Topic: 01-07 Real-Time Marketing88. Digital technology drives how consumers gather information, want to be entertained, and purchase products.

→ TrueFalse

Digital technology drives how consumers gather information, want to be entertained, and purchase products.


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Difficulty: EasyLearning Objective: 01-05 Discuss the latest marketing approaches

Topic: 01-12 Metrics and Analytics89. Partnership marketing is an approach where marketers create opportunities for consumers to interact directly with a brand.

True→ False

Experiential marketing is an approach where marketers create opportunities for consumers to interact directly with a brand.




Topic: 01-10 Social Media Marketing90. Strategic alliance involves long-term arrangements between companies with similar values and objectives that extend

beyond short-term promotional offers into long-term business agreements.→ True

False

Another form of partnership marketing, with a longer-term focus, is the strategic alliance. This involves long-term arrangements between companies with similar values and objectives that extend beyond short-term promotional offers into long-term business agreements.




Topic: 01-11 Partnership Marketing91. Strategic alliance is a form of partnership marketing.

→ TrueFalse

Another form of partnership marketing, with a longer-term focus, is the strategic alliance.




Topic: 01-11 Partnership Marketing92. Metrics are an important area that measures and monitors business performance.

→ TrueFalse

Metrics are an important area that measures and monitors business performance.




Topic: 01-12 Metrics and Analytics93. What is customer value?

Explanation:Customer value is the unique combination of benefits received by targeted consumers that includes quality, price, convenience, delivery, and both before-sale and after-sale service. Marketers work diligently to deliver this value by carefully managing each element of the marketing mix (product, price, place, and promotion) so that this value is evident to consumers who in turn purchase or use the products.

Essay Question


Learning Objective: 01-01 Understand the essence of marketing and explain the marketing processTopic: 01-02 Creating Customer Value

94. What is a target market? Give an example.

Explanation:Students' examples may vary.A target market can be formally defined as the specific group of existing and potential consumers to which marketers direct their marketing efforts. Marketing efforts are geared to appeal to a product's specific target market, ensuring that each element of the marketing mix appeals to the characteristics of the target group. For example, the target market for candies will most likely be children.

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Essay Question

Bloom's: ApplyDifficulty: Moderate

Learning Objective: 01-01 Understand the essence of marketing and explain the marketing processTopic: 01-03 Appealing to Target Markets

95. The marketing process is a continuous one that requires marketers to pay attention to detail and apply their strategic, analytical, and creative-thinking skills. List the three steps of the marketing process cycle.

Explanation:1) Identify consumer needs2) Manage the marketing mix to meet these needs3) Realize profits. Throughout the cycle, marketers constantly evaluate the success of their programs, implementing and recommending future changes to make the programs more competitive and alluring to their consumers.

Essay Question


Learning Objective: 01-02 Define and analyze elements of the marketing mixTopic: 01-01 Focusing on Customer Needs

Topic: 01-02 Creating Customer ValueTopic: 01-04 Coordinating the Marketing Mix

96. What is marketing? Is it the same as advertising? Why or why not?

Explanation:On occasion, students have the misconception that marketing is all about advertising or selling, when in fact it is about managing all the elements of the marketing mix and using research to help generate profits or revenues and support for an organization. Formally, marketing is described as the process of planning and managing goods, services, or ideas to meet consumer needs and organizational objectives. It includes the conception of these products, and the pricing, promotion, and distribution programs designed to make a profit and generate revenue or support for an organization.

Essay Question



97. What is exchange? Give an example of consumer exchange without money.

Explanation:Students' examples may vary.Exchange is the trade of things of value between buyers and sellers so that each benefits. Typically, the trade is money for a product or service. However, there is more to exchange than just money. A consumer may volunteer time with a non-profit organization such as Habitat for Humanity or the Canadian Lung Association, which in turn may satisfy the consumer's need to support the cause.

Essay Question

Bloom's: ApplyDifficulty: Difficult

Learning Objective: 01-02 Define and analyze elements of the marketing mixTopic: 01-13 Marketing Regulations and Ethical Considerations

98. In marketing, the term product encompasses goods, services, and ideas. Explain each with an example.

Explanation:Students' examples may vary.A good is a product you can touch and own. Example: a pair of running shoes. A service is an intangible product you cannot touch. It does not result in something you can take home. Example: a physiotherapy session. An idea is a concept that typically looks for your support. Example: Earth Hour encouraging Canadians to turn off their lights for one hour.

Essay Question

Bloom's: ApplyDifficulty: Difficult


99. What is marketing?

Explanation:Marketing is described as the process of planning goods, services, and ideas to meet consumer needs and organizational objectives. The concept should be expanded throughout an entire organization and ensure that marketing is conducted

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ethically and will effectively serve the interests of society and the organization.

Essay Question


Learning Objective: 01-02 Define and analyze elements of the marketing mixTopic: 01-01 Focusing on Customer Needs

100.What did the production orientation stage focus on?

Explanation:The production orientation stage focused on manufacturing, which until the industrial revolution was not a widespread phenomenon. Manufactured goods tended to sell, regardless of their quality, because they were in short supply. Consumer needs were not a priority.

Essay Question



101.What does the marketing orientation stage focus on?

Explanation:The marketing orientation stage focuses on the idea that an organization should strive to satisfy the needs of consumers while also trying to achieve an organization's goals. An organization that has a marketing orientation focuses its efforts on continuously collecting information about customers' needs, sharing this information across departments, and using it to create customer value.

Essay Question



Topic: 01-02 Creating Customer Value102.Explain the concept of corporate social responsibility (CSR). Give an example of an organization that includes CSR in its

business plans.

Explanation:Students' examples may vary.Corporate social responsibility is a concept where organizations voluntarily consider the well-being of society by taking responsibility for how their business impact consumers, customers, suppliers, employees, shareholders, communities, the environment, and society in general.Marketing programs are beginning to include a component that addresses these needs, an approach described as the societal marketing concept. An example is when Maxwell House coffee instituted its "Brew Some Good" marketing program, raising awareness for Habitat for Humanity.

Essay Question

Bloom's: ApplyDifficulty: Moderate


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this chapter has 102 questions. 0 keep in order...retention plan for our purposes, customer value is...

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